Creating a website and converting it to give useful results are two different things!
The main idea behind creating business lies in capturing more and more customers. And, that is possible only when you put in more effort in doing so. Certainly, you might be doing every bit to get profitable results!
But, are you getting the required results?
Are you succeeding in capturing the leads? Can you name the exact number of leads your company is currently attracting?
Are your SEO strategies competent?
However, if you cannot convert leads, the number of leads doesn’t matter much anymore. What is really important to pay attention to is the quality of incoming traffic or phone calls.
Assuredly, these questions must raise your head to say “No”!
This is why you should seriously consider investing in lead generation by following the best SEO strategies or hiring the best SEO agency.
Search engine optimization is the way to get leads from search engines for important business requests via your website, by raising its pages to the first lines of search results.
What Exactly is a Lead?
A lead is a person who has shown interest in your product or service but has not yet made a decision to buy it. In other words, a lead is a potential customer. He or she is interested in your offer, but you still have to sell it to them.
Nowadays, people actively use the Internet, they are mobile and quite smart. In any situation, they can go online, find, and carefully study the content that they find useful and interesting for themselves.
In exchange for material that aroused their interest, they may provide some information about themselves. It is after this small step, called conversion, that the person becomes your lead. And this process is called lead generation.
SEO and Lead Generation
SEO and lead generation are the main customer vendors for most B2B companies, they only clash instead when the content needs improvement or optimization.
SEO helps the website and the content on it to be “counted” on the web, in fact, the content that generates leads. But the generation of leads itself is already a separate process, which includes a set of tasks focused only on getting new leads.
But as it should be, changes in the market dictate more and more new requirements for marketers and companies. Of course, these requirements depend on the target audience and their needs.
The combination of SEO and lead generation strategies starts with a modern understanding of SEO itself and in particular with a concept called User Needs.
“User Needs” are Important for Lead Generation
Buyers are self-taught that further leads to the sales funnel. They are indifferent to carefully crafted models of user purchase and entry channels. Hence, they can easily access the channels themselves and follow their own pace to the goal.
Most marketers are well aware of this and adapt their lead generation strategies to evolving trends and visions for the future. A lot of this work is about engaging and creating useful content. This is a promising first step, but as with any digital content, it is important to pause and ask yourself. Is this really what users need at this moment?
Content creation does not mean thousands of leads will run to you. Above all, the content you create for each stage of your sales funnel must be search engine optimized and ready to engage a buyer from every stage.
Keep in mind that at the top or beginning of the funnel, users are looking for informative or cognitive information. These can be descriptions of key points, simple explanations of company principles, infographics, and other pleasing and useful media.
Use the keywords that buyers visit at each stage of the sales funnel to write a copy for each of them. This is an indicator of what content the buyer is interested in at each stage of the purchase.
But on the other hand, keywords that generate specific selling search results are mostly used by the part of your lead that is willing to buy. Such results include many product pages, vendor comparisons, price lists, and the like. If you create content like this, then focus on the keywords used by those who have already made a purchase.
How to Use Search Engine Optimization for Lead Generation
From start to finish, here are five steps to using SEO to improve your lead generation strategies.
Make a List of Relevant Keywords
If you have never done this before, then you can use free services available online, such as Google Keyword Planner, Google Trends, etc. Here, you have to just enter the relevant or specific words related to the services. And, in return, you can have more related keywords.
Or, you can also start with a list of your main products and services, as well as the terms you need for your industry.
Check Them Out
For this step, you have to keep everything organized. Search each keyword from the search engines and then, write down how the search results are performing in terms of needs. It is an informational or customer need. Some of the results will certainly be slightly skewed, but others will be quite balanced.
Distribute the Results According to Your Funnel
Keywords that generate informational need mostly refer to the top of the funnel. Those that generate buying interest are more likely to be at the bottom of the funnel itself.
That is why you need to be extra careful about which keywords you are distributing to the funnel. From here itself, you can assure which keywords can capture you more leads and which cannot.
Optimize Your Existing Content
Do not forget to optimize the existing content. So, review the content that is already on your website. If something was created specifically for a particular stage of the sales funnel, then make sure it fits properly.
And, if a piece of content was created for a specific keyword, make sure it satisfies and addresses the needs of the users. Erase the redundant data if any, the audience is not going to like it.
Create Content to Fill in the Gaps
There will be gaps and oversights everywhere. This is exactly the moment to work on. If you have content that does not meet the needs of the keyword, you should not delete it.
However, simply supplement it with the necessary and adapted information that will fully inform the visitors and meet their needs at the required request.
Focus on the Benefits of Your Product
Use content to tell about your product or service provided. It is best to build content around the benefits that the customer will receive in the event of purchase or use. For example, prepare a series of articles, tutorials, or infographics about how your product or service can help solve a user’s problem.
It is important that the user can easily see these benefits, so place them at the beginning of your content. Usually, when visiting a website, the first thing a visitor wants to do is find out what benefits your company can bring specifically to them.
Make Your Website Design Responsive
Do not forget mobile-friendliness. Nowadays, most of the audience use smartphones or tablets to go online, so it makes sense to try to attract them.
Implementing responsive design alone will dramatically increase the amount of traffic you drive to your website and an improvement in the conversion rate. Not to mention the fact that Google lowers the position of a website in the search results if it is not intended for mobile users, so it is essential.
The market is changing and as long as most marketers know and do a good job it will be quite difficult to stay at the top of it all. SEO itself is changing and generating a steady stream of leads is every marketer’s top priority. Both of these strategies can benefit and work successfully with each other.
Start by conducting keyword research on user needs. Make sure you see the expected results and if not, understand how your company can improve the situation. With the right, deliberate content, properly optimized for user needs, your lead generation strategy will quickly turn into a positive one.
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Thanks for reading!